Today, after about 3 years, subway got me back on the loyalty track.
Here's how it went down.
Back in 2009 there was a subway not so far from work. I would go on a
rare occasion. One day, they suggested I take a subcard to earn
points. Why not sure. I did, and chucked it in the wallet. Even used
it a few times. Everyone does reward schemes these days. you are
either collecting points or stamps eventually to earn some free stuff.
you get some coffee or a sandwich while the company gets some valuable
marketing data, or perhaps it's a lure to get you coming back.
Whatever the reason, I'm sure it works seeing as everyone is at it.
This subcard seems to work ok, even gathered it's data online behind
an account so it wasn't just a stamp on some cardboard. I'm sure
someone somewhere loves all the data it gives them.
But there's a problem with this. While someone huge like Tescos can be
sure that the clubcard isn't going to leave my wallet, the smaller
chains aren't going to be so lucky. I rarely would complete the 10
stamp cards from the local Nine-One-One , despite many a visit. I just
kept leaving the card on my desk. The subcard eventually found its way
out of my wallet possibly to make room for something else. So from
subways perspective, I stopped going sometime in 2009.
Of couse, I still had the odd subway , but I never had the card. Each
time into the store, I'd see the poster, give myself a mental curse
for forgetting to put it back in. Why not, I might as well take the
points and eventually get that freebie). And every time the checkout
woman would be like:
do you have a card.
No.
Would you like one?
No , I mean I have one, just not with me.
Ok so, that'll be 6.99
Eventually subways brought out an app. It's been out a while, but I
finally got around to checking it out. It's very basic. And that's all
it needs to be. I logged in with my username and password from when I
registered in 2009 for the card. And boom, 3 years later, I still had
all my points. The app presents a 2d barcode, and some other basics
like finding stores and updating details.
Using it was hassle free, just like a card or stamp. When it was time
to pay, I had the app open and ready. I handed it to the girl, she
waved it past a reader (didn't even slow down) and back into my hand.
(weird, some stores have the reader pointing outwards, so the customer
just waves. I think that's how it's supposed to be) Quicker even than
placing a card on the table, finding the stamper and wacking it. And
there you go , subways are now back harvesting some data in a promise
for an eventual free lunch. No need to carry a card just in case as
I'm going to have my phone on me.
Loyalty schemes could do with a good shake up. If there is a benefit
to the business, trying to utilize a newer tech makes sense. I'm not
going to carry 5 different cardboard collector things. But I will have
an app. I also like what Zapa (
http://www.zapatag.ie ) are doing with
their NFC stuff , even easier than an app. I have their NFC sticker in
my wallet also. I've used it once or twice in insomnia cafes. I
wouldn't bother with the cardboard rewards that shop might offer, as
I'm rarely in there. (When I am looking for a break for tea in Dublin
city I like to go to Accents Cafe , lovely staff, quiet ,comfortable
chairs :
https://www.facebook.com/accentslounge ) But with the tag I
know there's a better chance I'll make it to 10 for a free next cup.
Even if it takes a year! Or if I'm in a champion sports next week
looking for new runners, I already have their loyalty card in my
pocket without taking up dedicated space. Foursquare deals are cool,
but rare.
So apps make a difference.
Subway have made one that increases the chance that I might come back
as I know I can always collect my points now. I believe the starbucks
offering works quite well also, but I've never been a massive enough
starbucks person to get a card. Perhaps now I will if I can just
download an app! off to the app store. And to find excuses to visit
more places where I feel like waving my phone around gets me
something!